A look at why brand is increasingly important in user experience and how the current methods available to UX practitioners need to wise up.

1. The
EVOLUTION
OF
UX
Hi! I’m Kieron, a Manager of Experience Design at Sapient Nitro

2. Unforget
table
The
EVOLUTION
OF
UX

3. User?
The
EVOLUTION
OF
UX

4. What used to be this…
The
EVOLUTION
OF
UX

5. Is now this…
The
EVOLUTION
OF
UX

6. The
EVOLUTION
OF
UX

7. The
EVOLUTION
OF
UX

8. Think
Feel
Do
The
EVOLUTION
OF
UX

9. Experience?
Brand?
The
EVOLUTION
OF
UX

10. UX it’s time
to grow up
The
EVOLUTION
OF
UX

11. Emotional Innovation
Traditional agency
Brand Experience
People
Design
Technology Process Innovation
Functional Innovation Traditional consultancy
Digital agency
The
EVOLUTION
OF
UX

12. Traditional design goals
To Identify
To Inform
To Entertain
To Persuade
To Differentiate
The
EVOLUTION
OF
UX

13. Test your brand
1. Who are you?
2. What do you do?
3. Why does it matter?
Greg Galle, Creative Capital
The
EVOLUTION
OF
UX

14. Better, Better
Not &
Different Different
Not Better, Different,
Not Not
Different Better
Marty Neumeier, The Brand Gap
The
EVOLUTION
OF
UX

15. T r’ fs sl
ait nn mhe
The
EVOLUTION
OF
UX

16. Cz d, Mt
Qr, O El, Sie
The
EVOLUTION
OF
UX

17. Cz d, Mt
Qr, O El, Sie
The
EVOLUTION
OF
UX

18. Cz d, Mt
Qr, O El, Sie
The
EVOLUTION
OF
UX

19. The
EVOLUTION
OF
UX

20. Sr ay
Weas
The
EVOLUTION
OF
UX

21. Sr ay
Dis
The
EVOLUTION
OF
UX

22. Sr ay
Ptys
The
EVOLUTION
OF
UX

23. Sr ay
Grl ttg
The
EVOLUTION
OF
UX

24. During the war
The
EVOLUTION
OF
UX

25. Discover Define Build
Sprint 1
`
Sprint 2
```
Sprint 3
``
Sprint 4
Kick off Experience brief Prototype key functionality
meeting Prioritise features Sketch
Goals High level IA Screen designs
Success Roadmap Code
High level Define business rules Quick and dirty user testing
functionality Visual style guide
Contract
The
EVOLUTION
OF
UX

26. A typical week…
Mon Agree focus with client
Tue Head down and go for it
Wed Internal checkpoint review
Thu Tidy up prep for review
Fri Share and gather feedback
The
EVOLUTION
OF
UX

27. A typical day…
09:00 Get coffee, check email
09:30 Daily stand up
10:00 Get on with the tasks at hand
15:00 Peer review check progress
16:00 Make changes
18:00 Bye bye
21:30 Beer time
The
EVOLUTION
OF
UX

28. So in short
1. Concept
2. Prototype
3. Feedback (User Business)
4. Repeat the process
The
EVOLUTION
OF
UX

29. Experience planner
Experience designer
Visual designer
Copy writer
User interface designer
The
EVOLUTION
OF
UX

30. }
Communicator
Collaborative
Flexible
Trendy innovative
Brand absorbed
Experience focused
The
EVOLUTION
OF
UX

31. If a picture is worth a
1000 words.
A prototype is worth
Tom Kelly,
GM IDEO
a 1000 pictures.
The
EVOLUTION
OF
UX

32. Visual
Depth
Breadth
Interactivity
Data
“Breaking the fidelity barrier” Mc Curdy et al, 2006
The
EVOLUTION
OF
UX

33. Build
Make
Draw
Stick
Sketch
Record
The
EVOLUTION
OF
UX

34. Bring ideas to life
The
EVOLUTION
OF
UX

35. Those doors.
The
EVOLUTION
OF
UX

36. Its not about a 100
yard r un, its about
edging yards forwa
rd
The
EVOLUTION
OF
UX

37. Its about bein
g fast
The
EVOLUTION
OF
UX

38. afr aid
n’t be
The
Do
EVOLUTION
OF
UX

39. No time to be stubborn
The
EVOLUTION
OF
UX

40. fin.
@kieronleppard
kieronleppard
The
EVOLUTION
OF
UX

41. http://www.flickr.com/photos/ http://www.flickr.com/photos/
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http://www.flickr.com/photos/ http://www.hyslimo.com/images/
dp_id/4166255518 customer-images/
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The
EVOLUTION
OF
UX

42. http://images.fanpop.com/images/
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The
EVOLUTION
OF
UX